We find it sad that marketing and brand development is often only considered as an expense. The reason being that it directs us in viewing it simply as something that lowers profit. The truth is that these types of efforts would be better viewed as an investment rather than an expense. Now don't start thinking that we're advocating some type of tricky Enron accounting mumbo jumbo. Instead, a simple shift in mindset can help you spend money on things that are important long-term such as building your brand, offering a great product/service, and focusing on the needs of your customers. Over the years, we've had many clients who come to us after years of neglecting their brand. It is always exciting to see the difference that the investment in their unique brand experience can make on the success of their company or organization. Read what Garth Hallberg mentions on the subject and then take a minute to leave us a comment about how your brand has helped fuel your business. We'd love to hear your story...

"One of our major assets never appears on the balance sheet: the brand names under which we bring our products and services to market. As a result, any funds used to create that asset must be expensed when they are paid, not amortized over the life of the asset. This condition helps create a mind-set where brand-building is viewed as a cost rather than an investment, and where, seemingly, the wisest spending is that which produces immediate results."

– Garth Hallberg author of "All Customers are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits"